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- In this video I am busting a myth
about content marketing that I hear from photography
business owners all the time.
So stay tuned to hear why you might be thinking about
content marketing all wrong.
When it comes to the subject of content marketing,
I often hear photographers say things like
"I really don't have enough interesting stuff to say".
Or "There's only so much content I can create
"about my photography and does my dream client
"really care enough about what I do to bother
"reading my email or watching my video?"
But there is this huge limiting belief at play here.
Who says the content you create
and share should be photography related?
Yes, some of your content should be linked to your services.
In fact, you really must create persuasive content
about what you do
and how you do it because that's the content
that actually tips someone who's thinking about hiring you
over the edge and gets them to book, yeah.
But here's the thing.
The vast majority of people are not
thinking about hiring you.
They're not in the market for a photographer right now,
but it's highly likely that sometime in the future
they'll want or need one.
And you need to be on their radar,
so that when that time comes,
you're the only photographer that comes to mind
and you can't do that if all you talk about
or write about is photography
because, remember, they're not bothered yet!
So what content marketing should you be creating
for all these potential ideal clients
who are not looking for your services yet?
It's easy, you think about what they are bothered about
and you create content about that.
But we need examples.
So let's talk about Dove.
Women all over the world are in love with this brand.
Not because they create content about soap
and moisturiser and shampoo.
I mean, they do create content like that, of course,
but that's not what makes us fall in love with them.
We love Dove because they talk
and write about women's self confidence
and their body image.
They start conversations around emotional topics
that their ideal customers care passionately about.
Guaranteed that if all Dove's content
was about beauty products they would not be
the beloved household brand that they are today.
But that's a huge, global company, I hear you say.
You know, I'm just a small, local photography business.
I hear you.
So let's go smaller and talk about my friend Alasdair.
Now, he runs a small accountancy firm
here called Ashton McGill
and his ideal clients are modern, forward-thinking,
entrepreneurial, creative business owners.
Now Alasdair could create content about accounts
and budgets and profit and loss.
And he does have that content on his website
because when someone's actively looking for an accountant,
they'll want to see some of that content
to help them with their decision.
However, is that what his ideal client is passionate about?
No!
So, Alasdair started a podcast called Never Settle
and he interviews, you guessed it, modern, forward thinking,
entrepreneurial and creative business owners
about their business journeys.
Accountancy is hardly even mentioned in the podcast,
but this is the content that brings
his ideal client into his world.
You would not believe how this small firm has grown
in just a matter of a couple of years.
So please, if you're stuck staring at a blank screen because
you have nothing interesting to say
about what you do, then stop.
What does your dream client care about?
What does she worry about and struggle with?
Because when you know these things,
you will never run out of content to create for her
and she will love you for it.
So if you're a family photographer,
create content about the highs and lows of parenting.
If you're a boudoir photographer, be like Dove,
create content about body image and self confidence.
If you're a wedding photographer,
create content about quirky wedding venues
and planning ideas.
You're a photographer.
That doesn't mean you have to be a photography bore.
Be like Dove.
Be like Alasdair.
Now, if this has sparked something, then please do come
and spend an hour with me for free
and I will walk and talk you through creating
an amazing marketing strategy for your photography business
in just 60 minutes.
You can sign up at togsinbusiness.com/60MMS/.
I would love to see you there!
And I've also put a link in the description.
And if you have any questions
or you want to share some ideas,
then do please hit me up in the comments.
I try to reply to every single one.
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